Don't get me wrong: I like social media with the best of them, appreciate its power and reach, and can certainly see how and why it should play an important and integral role in an organization's marketing and sales endeavors.
Social media has leveled the playing field for small businesses and helps build visibility and credibility at little or no cost. All that can't be bad. But here's where things begin to go a bit awry.
The small- to mid-size firms that are deploying social media with amazing zeal and enthusiasm are doing so with one major — and ultimate — goal in mind. They want — no, need — this newfound visibility and credibility to lead to new business.
And this is where I believe many of them might be sorely disappointed. Increased visibility and credibility are awesome, but they don't close business. People do.
